Answering the WIIFM Question for your Readers

I see lots and lots of marketing posts from salon and spa owners on social media.

Some are great, most are average and some are downright terrible 🙁

What’s the difference?

Well, some do a fantastic job of answering the ‘What’s In It For Me‘ question, and others don’t even give it a go.

What’s the WIIFM Question?

To keep it simple, when you write a post, or blog or salon newsletter hoping to get your readers to take action, it’s essential you write it with the intent of answering your client’s silent questions.

As a client or prospect reads your content, they’re constantly asking themselves what’s in it for them to do what you’re trying to get them to do.

If you can’t answer that question for them, then you have Buckley’s chance of getting them to do what you want them to.

When you write a piece of marketing content, you have to sell the benefits – those things that are going to make your readers want what you have to sell.

Just simply writing about how cheap your treatments are, how beautiful your salon is, or how talented your team members are isn’t enough.

What your readers want to know is that what you are trying to sell is going to make their life happier, healthier or easier in some way.

Here’s an example of what I mean…

Today’s facial special has a double cleanse, power exfoliation, steam, facial massage and mask all for $50.

Boring! Why should your reader be interested in this even if it’s a super duper special price?

Pam is an industry experienced coach, past salon owner, speaker, author and copywriter. She works beside salon and spa owners to show them how to effectively grow their profits and remain in business for the long-term.